I. Write true if the statement is correct. Otherwise, write false and state your reason briefly.

FALSE 1. Consumers have common wants.

 It is because consumers are heterogeneous, meaning, they have different characteristics,
culture, tastes and preferences when it comes to their desires or wants.
FALSE 2. The entrepreneurial venture can serve all the requirements of the total market.
 The entrepreneurial venture can serve the overall strategies and regulations of the total
market.
FALSE 3. In the process of determining the position of the business in the market the entrepreneur
has to segment the total market.
 The entrepreneur must divide the total market and focus his/her business strategy into a
smaller market with distinct needs and behaviour.
FALSE 4. Market segmentation applies only to small entrepreneurial ventures.
 Market segmentation applies to all entrepreneurial ventures as it is important in running a
business.
TRUE 5. Once the market segment has already been identified, the product will be designed
specifically for such market segment.
FALSE 6. In geographic segmentation, the total market may be divided based on the income of the
population.
 Demographic segmentation divides the total market based on the income of the population,
not geographic segmentation.
TRUE 7. Demographic segmentation involves dividing the total market based on the gender of the
customers.
TRUE 8. When a wider geographical area has been selected as the target market, it will be beneficial
if the products are localized.
FALSE 9. There are definite and strict rules to be followed in segmenting the market.

Hair Care (Shampoo and conditioners) Demographic Segmentation

Skin Care (Moisturizers, lotions) Demographic segmentation

Body Care (Deodorants, perfumes, etc.) Demographic segmentation

 There are no strict and define rules in segmenting the market, it is done using methods.
TRUE 10. It is a must for the entrepreneur to segment the market.
II. D. Personal Hygiene Product
Brief History and Market Segmentation Process of 7-11 Convenience Store
The 7/11 convenience store began in 1927 at the Southland Ice Company that is located in Dallas,
Texas. That time, an enterprising ice dock employee began offering customer’s milk, bread, and eggs
on Sundays and evenings because it is the time that their competitors particularly the grocery stores
were closed. The first 7/11 convenience stores were recognized as Tote'm stores as consumers
"toted" away from their purchases. It is also the time wherein other stores displayed real Alaskan
totem poles out front. Eventually, in 1946, the name "Tote’m" became "7/11" to express the stores’
new, extended hours every day, 7 AM until 11 PM. In the 1950s, Southland began to expand beyond
Texas, opening 7/11 convenience stores on the East Coast. The operations in the United States
further expanded when John P. Thompson became president in 1961. In the following years, some
7/11 outlets stayed open 24 hours which helps them to become more competitive to franchise their
stores in the business industry. Now, 7/11 is one of the largest convenience stores as they opened
approximately six stores per day nationwide. In the Philippines, it has over 2,200 stores, and the first
7/11 store is located at the corner of Kamias Road and Edsa Quezon City.
The market segmentation processes/approaches of 7-11 are both demographic and geographic
segmentation. It has a demographic segmentation as it caters mostly to the youth and working adults
that finds convenience in buying products (when eating food or place to hang out). Since 7-11 has
stores worldwide, we can say that it also uses geographic segmentation because 7-11 stores' products
differ in every country and not available to other countries (7-11 Japan differs from 7-11 Philippines
as it serves Japanese food not available to the latter.) The target markets are the youth and adults and
according to a study, its consumers are mostly male (60% to 70%) ages from 18-44 years old. They
also target the employees nationwide who have no time to go to various supermarkets to buy
groceries and stuff. Furthermore, their customers prefer to go to their store because they have fast
services such as prepaid reload and charging stations. The company’s other target markets are coffee
and beverage loves. As you can notice, they offer some of the finest fresh-brewed coffee, sloppy and
big gulp beverages that can quench the thirst of many. The company also offers snacks and meals for
individuals which are located near residential and commercial areas. Through this, they became
successful in the business industry as they know how to offer services that will satisfy the needs and
wants of their consumers nationwide.